National television ad and website remind
parents to talk to their kids about not smoking
To raise awareness of the importance of youth smoking prevention
and to encourage parents to talk to their kids about not smoking,
Philip Morris USA is airing national television advertising in
Spanish. The advertisement, which airs from November 14 to
December 11, reminds Hispanic parents that when they find common
ground with their kids, they can establish good communication and
talk to them about not smoking.
“Research has repeatedly shown that parents are one of the
greatest influences in their children’s decisions about not
smoking,” said Rafael Art. Javier, PhD, clinical professor of
psychology and an advisor to Philip Morris USA Youth Smoking
Preventions parent communications initiative. “Knowing how to talk
with your child about not smoking can go a long way toward
preventing him or her from smoking or helping your child quit.”
According to a study published by the Centers for Disease
Control (CDC), 18.3% of Hispanic high school students in New York
reported current cigarette use[Youth Tobacco Survey (YTS, 2002),
www.cdc/tobacco/statesytem]. The CDC also reports that nearly 22
percent of high school students nationwide currently smoke
cigarettes, down from about 36 percent in 1997. [Youth Risk
Behavior Surveillance, 2003 — United States, Centers for Disease
Control].
“We are pleased that youth smoking rates have declined
significantly since 1997,” said Howard Willard, executive vice
president of corporate responsibility for Philip Morris USA. “As
the manufacturer of a product intended for adults who smoke, that
has serious health effects and is addictive, we believe we have a
role to play in helping to prevent kids from smoking.”
In addition to the national television advertisement, Philip
Morris USA has launched the online Parent Resource Center in
Spanish at www.philipmorrisusa.com/es/prc. This website has
expert-based tips, tools and activities to help parents talk to
their kids about not smoking.
The Parent Resource Center also provides a free, downloadable
bilingual brochure called Educando a los niños para que no fumen
(Raising kids who don’t smoke) that offers additional information
for parents on ways to start the conversation and helping to
resist peer pressure. The brochure includes:
• The latest news on youth smoking
• Tips on finding a good time to talk
• Ways to help your kids say no to peer pressure
• Extra information for parents who smoke
This brochure and other free resources in the Raising Kids Who
Don’t Smoke series can be ordered on the Parent Resource Center at
www.philipmorrisusa.com/es/prc or by calling
1-800-768-7297.
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